The Science of Storytelling: How Customer Storytelling Can Transform Your Company
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Transcript of The Science of Storytelling: How Customer Storytelling Can Transform Your Company
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We will be starting at 11:02 am PT.
Use the Chat Pane in GoToTraining to Ask Questions!
THE SCIENCE OF STORYTELLING
Webinar video and presentation deck will be available later today
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StoryBox Kickoff Webinar
Part 2: 10.30.14 @ 11am PT
What do you want to hear about?
BEFORE WE BEGIN
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Jake CerfProduct Marketing Manager @ StoryBox@jakecerf
Justin M. NassiriFounder & Chief Storyteller @ StoryBox@jnassiri1
IntroductionsYour guides for today’s conversation
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Today’s Goal
• To leran how you can use customre storytelling to better engage your community, drive sales, and increase referrals
Image: Something similar to Hubspot’s
TODAY’S GOAL:To learn how to use customer storytelling to engage your community, drive sales, and increase referrals
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AGENDA
1 The power of storytelling
2 What is customer storytelling?
3 Elements of successful storytelling
4 Next steps
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1 THE POWER OF STORYTELLING
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We are all storytellers by nature
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Our earliest times are preserved in story
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Storytelling has played a critical role throughout history
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Storytelling evolved along with the humanity
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Stories have the potential to unite and transform the world
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Today a single tweet can affect continents
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Stories are:
1. Inherently accessible
2. Profoundly retained
3. More likely to be shared
Stories resonate with us on a deeply emotional level
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63% of people remember stories Only 5% remember statistics* Source: How to Make Ideas Stick, Dan & Chip Heath
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If you want a prospect, give a sales pitch.
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If you want a relationship, share a story.
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2WHAT IS CUSTOMER STORYTELLING ?
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stôrē/teliNG/
A company’s practice of empowering its community to share their unique experience with the world
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Customer stories are more powerful than any ad
Quantity Trust
Access Sharability
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3 ELEMENTS OF SUCCESSFUL STORYTELLING
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A WAY TO SHARE1WHAT THEY WANT TO SHARE2A REASON TO SHARE3A PLACE TO SHARE4STORY COACHING5
STORY BUILDING BLOCKS:
SPOTLIGHTING CUSTOMERS6
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GIVE CUSTOMERS A MEANS TO TELL THEIR STORY.1
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81%
50%
25%
10%
Willingness to Participate
• People differ in how they would like to share their story
• People are affected differently by viewing different types of content
To maximize impact and participation, provide multiple ways to participate
Source: StoryBox client data
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Impact on KPIs
Coming soon:Part 210.30.13
Source: StoryBox client data
Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty-- Theodore Roosevelt
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DISCOVER WHAT TYPE OF STORY THEY’D LIKE TO TELL.2
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Contests Advice & Opinions
Testimonials & Reviews Storytelling
4 Customer Stories Types
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• What stories are they telling their friends?
• What stories are they sharing with you?
• Test on social
• Consider the tangential
The story you want may not be the story your community wants to tell
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GIVE THEM A REASON TO SHARE.3
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GIVE THEM A REASON TO SHARE.3
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Would you share your opinion for free?
“Free” might be enough for your company
Source: StoryBox client data
If it is:• Automated post-
purchase emails
• Confirmation page
• Display on homepage
• Weekly social posts
• Start with contest
% Willing to share for free
Star Rating 67%
Written Review 27%
Photo 22%
Video 8%
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There’s not enough money in the world to cause me to share in
this way.
Source: StoryBox client data
“Couldn’t pay me
enough”
Star Rating 4%
Written Review 4%
Photo 11%
Video 17%
The more personal exposure required, the higher the aversion
• Some people will avoid certain mediums regardless of the incentive required
• You don’t know which customers are open to which medium – best to include all
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Quick Poll!
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What’s the minimum incentive it would take to get you to share?
Most people are willing to participate if the price is right
Source: StoryBox client data
• People’s time are valuable – most expect to be compensated in some way
• On average, men require 17% more money to share their opinion
Avg. incentive required
Star Rating $22.78
Written Review $49.85
Photo $60.85
Video $126.13
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People are influenced in different ways
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How likely would you be to share your opinion in exchange for each of the following
Incentives vary by community, but some trends exist
Source: StoryBox client data
• Free products, product discounts, and sweepstakes are consistent motivators
Free Product
($25)
15% Discoun
t
Sweep-stakes
($5,000)
Star Rating 61% 50% 44%
Written Review 64% 48% 42%
Photo 58% 40% 38%
Video 53% 28% 40%
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What’s the minimum incentive it would take to get you to share?
Source: StoryBox client data
• TV incentive attracts more photo and video participants
• Know what motivates each part of your community
Incentives
4 Free Shipping
5 T-Shirt
6 Featured on .com
7 Featured on TV
Be creative – there are many ways to reward you fans
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Tip #1:Seed content for social proof & examples
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Tip #2:Reduce procrastination with limited time offers and early bird specials
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Tip #3:Stories spark more stories
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HELP THEM CRAFT & TELL HIGH QUALITY STORIES.4
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• Example content
• Timely feedback on submissions
• Brief explanations in all solicitation locations
• Tutorial video
Provide simple guidelines:
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PROVIDING A PLACE FOR THEM TO SHARE THEIR STORY.5
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Personal Email It’s all about how you ask for content
Source: StoryBox client data
42%
29%
30%
Less LikelyNeutralMore Likely
Newsletter
• Dedicated, personalized emails are most effective
• 3 email cadence
• Newsletters dependent on placement and competing CTAs
12%
11%
77%
Less LikelyNeutralMore Likely
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Additional ways to invite:• Product packaging
• Website Homepage
• Facebook post
• Tweets
• Ads
Multiple parts working in unison will maximize participation
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MAKE YOUR CUSTOMERS FEEL LIKE ROCKSTARS6
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If your opinion were featured in an ad, would you be more or likely to
participate?
We all want our 10 seconds of fame
Source: StoryBox client data
• 74% of people would be more likely to share or unaffected
• You have everything to gain and little to lose by featuring your customers frequently
26%
32%
42% Less LikelyNeutralMore Likely
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If a friend shared an opinion about a product or service, would you be more
or less likely to share your own?
Stories lead to more stories
Source: StoryBox client data
• 92% of people would be more likely to share or unaffected
• Social proof can be a powerful – and free – tool of influence
8%
55%
37%Less LikelyNeutralMore Likely
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People remember stories more than anything else
1
Customers share their stories in different ways2
Reward your community for sharing their story today3
Provide examples and guidelines to receive quality stories
4
KEY TAKEAWAYS:
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GIVE CUSTOMERS A MEANS TO TELL THEIR STORY.QUESTIONS?
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We are all storytellers by nature
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• Seed content
• Timely feedback on submissions
• Brief explanations in all solicitation locations
• Tutorial video
Other tips to consider: